Designing Google’s 4th Singapore Data Center Launch
Year
2024
Services
Experiential Design
Visual Design
Client
Google Singapore
Overview
To mark the completion of its fourth data center and cloud region campus expansion in Singapore, Google hosted an official launch event celebrating 10 years of data center operations in the country. With sustainability at the core of Google’s 25-year legacy, the expansion emphasised state-of-the-art, eco-efficient resource management—a critical feat in Singapore's tropical climate, where cooling and energy efficiency require meticulous innovation. Collaborating within a creative team, I created the event's visual identity, designing a series of conceptual Key Visuals (KVs) inspired by the iconic architecture of data center piping, all while strictly adhering to Google’s stringent brand guidelines and primary colour palette.
To mark the completion of its fourth data center and cloud region campus expansion in Singapore, Google hosted an official launch event celebrating 10 years of data center operations in the country. With sustainability at the core of Google’s 25-year legacy, the expansion emphasised state-of-the-art, eco-efficient resource management—a critical feat in Singapore's tropical climate, where cooling and energy efficiency require meticulous innovation. Collaborating within a creative team, I created the event's visual identity, designing a series of conceptual Key Visuals (KVs) inspired by the iconic architecture of data center piping, all while strictly adhering to Google’s stringent brand guidelines and primary colour palette.
My Role
Working alongside another creative, I was responsible for the end-to-end visual execution of the launch event, from initial concept ideation to physical space design:
Key Visual Ideation: Developed four distinct KV directions that balanced abstract tech concepts with local storytelling.
Selected KV: A minimalist approach merging data bits with pipe structures, featuring a subtle "1 and 0" easter egg to commemorate the data center's 10th anniversary in Singapore.
Campaign Rollout & Collateral: Following the selection of the KV, I managed the comprehensive asset rollout, translating the identity seamlessly across digital and physical touchpoints including slide templates, EDMs, lanyards, and event merchandise.
Exhibition & Experiential Design: Partnered with a visual creative to design and construct three interactive infographic booths educating attendees on Google's local data center impact: Economic Contribution, Water Efficiency, and Energy Efficiency.
Interactive Mechanics: Designed custom, topic-relevant interactions for each booth; for example, the Energy Efficiency booth required attendees to exert their own physical energy to pull a string mechanism, revealing information hidden on a canvas.
Visual Continuity & Sustainability: Developed a continuous narrative journey through interconnected illustrations across all three booths. True to Google’s minimalist branding, the structures were designed with a clean aesthetic and engineered for sustainable, modular reuse at future events.
Working alongside another creative, I was responsible for the end-to-end visual execution of the launch event, from initial concept ideation to physical space design:
Key Visual Ideation: Developed four distinct KV directions that balanced abstract tech concepts with local storytelling.
Selected KV: A minimalist approach merging data bits with pipe structures, featuring a subtle "1 and 0" easter egg to commemorate the data center's 10th anniversary in Singapore.
Campaign Rollout & Collateral: Following the selection of the KV, I managed the comprehensive asset rollout, translating the identity seamlessly across digital and physical touchpoints including slide templates, EDMs, lanyards, and event merchandise.
Exhibition & Experiential Design: Partnered with a visual creative to design and construct three interactive infographic booths educating attendees on Google's local data center impact: Economic Contribution, Water Efficiency, and Energy Efficiency.
Interactive Mechanics: Designed custom, topic-relevant interactions for each booth; for example, the Energy Efficiency booth required attendees to exert their own physical energy to pull a string mechanism, revealing information hidden on a canvas.
Visual Continuity & Sustainability: Developed a continuous narrative journey through interconnected illustrations across all three booths. True to Google’s minimalist branding, the structures were designed with a clean aesthetic and engineered for sustainable, modular reuse at future events.
Impact
1 Core Launch Identity • Multi-Touchpoint Event Rollout • 3 Interactive Exhibition Booths
Features: A unified, brand-compliant event identity translated across digital marketing assets, corporate merchandise, and physical spatial design.
Outcome: Delivered an immersive, highly cohesive event experience. True to Google’s sustainability goals, the interactive exhibition booths were designed with a minimalist aesthetic and engineered for long-term modular reuse at future events.
1 Core Launch Identity • Multi-Touchpoint Event Rollout • 3 Interactive Exhibition Booths
Features: A unified, brand-compliant event identity translated across digital marketing assets, corporate merchandise, and physical spatial design.
Outcome: Delivered an immersive, highly cohesive event experience. True to Google’s sustainability goals, the interactive exhibition booths were designed with a minimalist aesthetic and engineered for long-term modular reuse at future events.
